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Technical SEO, ranking factors, and search algorithms explained in depth.
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Nothing 404s and You Still Lost the Traffic
Sitemap Indexation: Why Google Doesn't Index All Your Submitted URLs
A low sitemap indexation ratio is Google giving you feedback. Here's what the common exclusion reasons (crawled-not-indexed, duplicate canonicals, 404s) actually mean, how crawl budget works for large sites, and how to improve what gets indexed.
Internal Linking Strategy: How to Distribute PageRank Effectively Across Your Site
Most internal linking patterns developed accidentally, not by design. Here's how PageRank flows through internal links, the hub-and-spoke model, how to find underlinked important pages, and anchor text strategy for distributing authority effectively.
International SEO Beyond Hreflang: URL Structure, Content Localisation, and Local Links
Hreflang solves one problem in international SEO — the rest depends on URL structure choice, genuine content localisation vs. translation, and local link building. Here's the complete international SEO framework that hreflang fits into.
Site Migration SEO: The Redirect Mistakes That Cost Rankings and How to Avoid Them
Site migrations lose SEO value in predictable ways: homepage redirects, redirect chains, and missing redirects for high-value pages. Here's the complete pre-migration checklist, how to preserve link equity through domain changes, and post-migration monitoring.
Beyond Keyword Density: TF-IDF and How Search Engines Actually Measure Topic Relevance
Raw keyword density is an outdated metric. TF-IDF is more useful. Neither is as important as comprehensive topical coverage with natural language. Here's how search engines actually measure relevance and what keyword density tools are actually good for.
Writing Alt Text That Works for Both SEO and Accessibility
Alt text that works for both screen readers and SEO follows specific principles: contextual relevance, appropriate keyword inclusion without stuffing, and different approaches for different image types. Here's the craft behind writing alt text that does both jobs well.
Which Schema Types Actually Produce Rich Results in Google — and Which Don't
Valid schema doesn't guarantee rich results. Here's which schema types actually produce rich results in 2024 (Product, Event, JobPosting, BreadcrumbList), the 2023 FAQ and HowTo changes, and common reasons schema fails despite passing validation.
Organic CTR Optimisation: What Actually Makes People Click Your Search Result
Two pages at the same ranking position can have CTR gaps of 4x or more depending on snippet quality. Here's what actually drives organic CTR, how to use Search Console data to find underperforming snippets, and how to write titles that get clicked.
Designing OG Images That Drive Social Media Clicks
The OG image is the most underinvested part of social media marketing. Here's what makes social preview images drive clicks: dimensions, contrast, readable text at thumbnail size, template-based generation at scale, and platform-specific caching considerations.
Canonical Tags vs. 301 Redirects: A Decision Framework for Duplicate Content
Canonical tags and 301 redirects both solve duplicate content problems — but through different mechanisms with different trade-offs. Here's the decision framework for when to use each, common canonical mistakes, and the belt-and-braces approach for domain canonicalisation.
Why Google Rewrites Title Tags — and How to Write Ones It Actually Uses
Google rewrites title tags in 30–60% of cases depending on the site. Here's what triggers rewrites, what Google substitutes instead, and how to write titles that get left alone — with guidance on length, keyword use, and the brand name question.
UTM Governance: How to Build a Naming System That Keeps Analytics Clean
UTM parameters create fragmented data when teams don't share naming conventions. Here's how to build a UTM taxonomy, prevent case and format inconsistencies, diagnose attribution problems, and avoid the internal link mistake that corrupts acquisition data.
